Although the SnapChat app is generally thought to be a social platform made for fleeting moments, humor and irrelevant banter, this mobile app offers several marketing benefits for e-commerce brands, especially those in the fashion and beauty industry. SnapChat can be used to interact with consumers in a creative, fun and unique way and the app’s instantaneous, in-the-moment features allow content to stay fresh and relevant. The following tips further elaborate on the advantage of utilizing SnapChat for marketing purposes.

1. The perks of a live feed. On SnapChat, users have the option of sending a normal “Snap,” or posting a “Snap Story,” both of which are captured in real time. A normal snap is a picture or video that is shared with one or more friends and can be viewed for up to 10 seconds before it disappears. Snap stories can be viewed by everyone, regardless of whether they are a user’s added friend or not, just the user’s friends, or a customized group of friends. Stories also last for 24 hours before they are automatically deleted.

One main perk of this live feed is that it provides followers with first-hand updates and news regarding the brand. This feature is particularly useful when a brand wants to create anticipation for product launches, collaborations or events. Consumers love getting an exclusive first look at what a brand has in store for them, especially in regards to fashion and beauty where trends and styles are changing frequently.

2. Keep it candid. One aspect of SnapChat that sets it apart from other social media platforms is that the content posted is meant to be candid or spur of the moment. Since users are unable to post Snaps of pictures or videos that are already stored in their phones, content shared on SnapChat is completely impromptu and authentic.

This kind of communication works because it makes followers feel as though they are getting a “behind the scenes,” look at the brand. It steers away from the formal, corporate content, which consumers are frequently given, and instead creates a very personable, conversational connection between the brand and its consumers.

3. Be creative. SnapChat offers a number of tools that allow users to really show off their creativity. With a selection of filters and features such as the “draw tool,” and the “sticker tool,” users have the ability to add unique, fun details to their Snaps. Brands can utilize these tools to differentiate themselves from other brands and make their content stand out.

4. Encourage engagement. SnapChat is one of the best platforms for establishing two-way communication between a brand and its consumers. Brands can encourage followers to send them Snaps for a chance to win discounts, contests, giveaways or other perks. Not only will this tactic keep followers engaged, but measuring the level of activity and participation can also provide insight into how well a campaign is going.